Exploring women’s exposure to marketing of commercial formula products: a qualitative marketing study from two sites in South Africa
Background Regulating the marketing of commercial formula products is a long-term commitment required to protect breastfeeding. Marketing strategies of formula manufacturers, retailers and distributors evolve at a rapid rate. Objective The aim of this research was to describe exposure of pregnant wo...
| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | English |
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Taylor & Francis Group
2022-12-01
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| Series: | Global Health Action |
| Subjects: | |
| Online Access: | http://dx.doi.org/10.1080/16549716.2022.2074663 |
| _version_ | 1797755660034637824 |
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| author | Catherine Pereira-Kotze Christiane Horwood Lyn Haskins Gillian Kingston Silondile Luthuli Tanya Doherty |
| author_facet | Catherine Pereira-Kotze Christiane Horwood Lyn Haskins Gillian Kingston Silondile Luthuli Tanya Doherty |
| author_sort | Catherine Pereira-Kotze |
| collection | DOAJ |
| description | Background Regulating the marketing of commercial formula products is a long-term commitment required to protect breastfeeding. Marketing strategies of formula manufacturers, retailers and distributors evolve at a rapid rate. Objective The aim of this research was to describe exposure of pregnant women and mothers of young children in South Africa to marketing of commercial formula products, compared to international recommendations and national legislation. Methods Using mobile phone marketing diaries twenty participants in Cape Town and Johannesburg documented the formula marketing they were exposed to for one week. Ten mothers were interviewed to explore their perceptions towards marketing exposure in more depth. Results Women reported limited infant formula advertising, but an abundance of strategies used to market growing-up formula and powdered drinks for children over 36 months. Strategies included product packaging, in-store displays, online distribution channels and educational material about product ranges. Online strategies were reported, namely social media marketing (sponsored adverts and support groups), websites and mobile phone applications providing infant and young child feeding information and price discounts, print and TV advertisements, and competitions. Products for children over 36 months are cross-promoted with products prohibited to be advertised by national legislation. Conclusions South African women are being exposed to covert marketing of infant, follow-up, and growing-up formula. Explicit marketing of products for children over 36 months of age allows formula companies to provide messages about branding and use of commercial formula products to mothers. National legislation should be updated and effectively implemented to address changing marketing strategies. |
| first_indexed | 2024-03-12T17:49:19Z |
| format | Article |
| id | doaj.art-2ec5702e772e41c0abd07a1f5972b558 |
| institution | Directory Open Access Journal |
| issn | 1654-9880 |
| language | English |
| last_indexed | 2024-03-12T17:49:19Z |
| publishDate | 2022-12-01 |
| publisher | Taylor & Francis Group |
| record_format | Article |
| series | Global Health Action |
| spelling | doaj.art-2ec5702e772e41c0abd07a1f5972b5582023-08-03T09:07:51ZengTaylor & Francis GroupGlobal Health Action1654-98802022-12-0115110.1080/16549716.2022.20746632074663Exploring women’s exposure to marketing of commercial formula products: a qualitative marketing study from two sites in South AfricaCatherine Pereira-Kotze0Christiane Horwood1Lyn Haskins2Gillian Kingston3Silondile Luthuli4Tanya Doherty5University of the Western CapeUniversity of KwaZulu-NatalUniversity of KwaZulu-NatalKing’s CollegeUniversity of KwaZulu-NatalUniversity of the Western CapeBackground Regulating the marketing of commercial formula products is a long-term commitment required to protect breastfeeding. Marketing strategies of formula manufacturers, retailers and distributors evolve at a rapid rate. Objective The aim of this research was to describe exposure of pregnant women and mothers of young children in South Africa to marketing of commercial formula products, compared to international recommendations and national legislation. Methods Using mobile phone marketing diaries twenty participants in Cape Town and Johannesburg documented the formula marketing they were exposed to for one week. Ten mothers were interviewed to explore their perceptions towards marketing exposure in more depth. Results Women reported limited infant formula advertising, but an abundance of strategies used to market growing-up formula and powdered drinks for children over 36 months. Strategies included product packaging, in-store displays, online distribution channels and educational material about product ranges. Online strategies were reported, namely social media marketing (sponsored adverts and support groups), websites and mobile phone applications providing infant and young child feeding information and price discounts, print and TV advertisements, and competitions. Products for children over 36 months are cross-promoted with products prohibited to be advertised by national legislation. Conclusions South African women are being exposed to covert marketing of infant, follow-up, and growing-up formula. Explicit marketing of products for children over 36 months of age allows formula companies to provide messages about branding and use of commercial formula products to mothers. National legislation should be updated and effectively implemented to address changing marketing strategies.http://dx.doi.org/10.1080/16549716.2022.2074663promotionadvertisingbreast-milk substitutesinfant and young child feedingsouth africalegislation |
| spellingShingle | Catherine Pereira-Kotze Christiane Horwood Lyn Haskins Gillian Kingston Silondile Luthuli Tanya Doherty Exploring women’s exposure to marketing of commercial formula products: a qualitative marketing study from two sites in South Africa Global Health Action promotion advertising breast-milk substitutes infant and young child feeding south africa legislation |
| title | Exploring women’s exposure to marketing of commercial formula products: a qualitative marketing study from two sites in South Africa |
| title_full | Exploring women’s exposure to marketing of commercial formula products: a qualitative marketing study from two sites in South Africa |
| title_fullStr | Exploring women’s exposure to marketing of commercial formula products: a qualitative marketing study from two sites in South Africa |
| title_full_unstemmed | Exploring women’s exposure to marketing of commercial formula products: a qualitative marketing study from two sites in South Africa |
| title_short | Exploring women’s exposure to marketing of commercial formula products: a qualitative marketing study from two sites in South Africa |
| title_sort | exploring women s exposure to marketing of commercial formula products a qualitative marketing study from two sites in south africa |
| topic | promotion advertising breast-milk substitutes infant and young child feeding south africa legislation |
| url | http://dx.doi.org/10.1080/16549716.2022.2074663 |
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